The Ultimate Guide to Thought Leadership

Do you maintain a consistent thought leadership presence and message?

Your audience should know what to expect from you and when. A regular cadence of thought leadership content primes audiences to recognize and associate your brand with the specific thought leadership message or topic you want to reinforce.

Does the brand come across as genuine and transparent in its communications?

Authenticity builds trust and fosters a stronger connection with your audience. It shows people they can rely on your brand to uphold its values and beliefs, which is critical to building — and sustaining — your thought leadership rep.

2. It drives business growth.
Thought leadership content attracts potential customers by putting their needs and interests first. Here’s the reality: Audiences are far more willing to fork over their contact information if they get valuable content out of the deal — making thought leadership content one of the most effective ways to turn interest into leads.

3. It increases brand visibility and reach.
Want more of the right buyers visiting your site? Well-crafted thought leadership content often earns shares and backlinks from both individuals and organizations, boosting your SEO strategy.

Think of it as a magnet: As your content gains traction and visibility, your website’s organic traffic will also improve — pulling in potential customers to your site. And with increased visibility comes greater influence within the industry, attracting new customers and expanding your brand’s impact.

4. It strengthens customer relationships. Providing fresh, relevant insights helps build lasting relationships with current customers as well as prospects: 96% of C-suite leaders say they consume thought leadership materials to help them make better business decisions, per The ROI of Thought Leadership. By regularly serving up super-smart thinking that helps customers succeed, a strong thought leadership content program boosts customer engagement and keeps them keeps them and invested in your brand. They also know that they can look to you for those insights over your competition.

3. Stay on trend.

Sometimes you have to follow before you can lead. As a thought leader brand, one way to stay ahead of the curve is to track trends in your industry, in content marketing and even in thought leadership itself. This helps keep your content timely and fresh, which leads to a more sustainable thought leadership strategy. It may also spark new ideas or highlight tactics that you hadn’t thought of before.

Here are some ways to hone your trendspotting skills:

• Follow other thought leaders in your niche or specialty area. Track what topics they’re discussing — and how they’re presenting their ideas. The result? You get inspo for new content and maybe even uncover collab opportunities.
• Follow industry news and reports. Soak it all in — subscribe to newsletters, download the latest white papers and attend industry events.
• Seek out data-driven insights. Use digital tools to identify emerging topics your audience cares about — and see what’s on the downswing. SEO tools can also provide insight into search trends, such as your audience’s FAQs and the most searched-for keywords.
• Mix and mingle with industry professionals. Networking provides firsthand insights and opens up opportunities for partnerships. Attend conferences, join online communities and spend some quality time on LinkedIn.
• Be a (social) follower. Instagram, LinkedIn, YouTube and Reddit are great places to engage in conversations around industry topics. Follow social thought leaders and relevant discussions to learn from others.
• Keep an eye on your competitors. See what new thought leadership content rivals are producing, where they’re sharing it and how it’s performing (or not performing). This can reveal gaps in the market you can fill with your own unique perspective.

4. Pick your niche.

Think about your brand’s strengths, expertise and what else sets you apart from others in your industry. What unique perspective or new insights can you offer? Once you’ve identified your very own thought leadership niche, you can begin to tailor content and conversations around it to establish your brand as a go-to resource for that topic.

How do you know when a niche is right?

• You’re already an expert. Choose an area where your company possesses deep knowledge and can provide valuable new insights. This will lay the foundation for a strong thought leadership strategy and ensure you have agency to speak out and lead the conversation.
• There’s white space. Dive into the competitive landscape to identify gaps where your company can offer unique value. Maybe no one is talking about a topic or issue from the perspective you want to share. Or perhaps there’s already a lot of existing content on the topic, but it feels generic. Understanding the market discourse ensures your thought leadership content is relevant and needed — and that you’re sharing a unique point of view.
• It aligns with your brand values. If your thought leadership niche doesn’t fit with your brand reputation, values, mission and strategy, you’re likely going to struggle to maintain authenticity. Make sure your niche reflects the core beliefs and principles of your company — and how you do business.
• You have unique thought leadership insights to share. Your thinking should set you apart from others in your field. Can you offer new perspectives? Are you viewed as a strong brand that’s really challenging the status quo to spur discussions and drive change?

Time for a content audit?

Many companies already have a stash of existing content to support their thought leadership efforts. Case in point: Your company recently conducted a study that could provide fresh, unique insights. Consider other options, too. Do you have customer stories and case studies to support your point of view? It’s okay if you don’t. You can always create new content as part of your thought leadership planning process. Here’s where a content audit can come in handy to help uncover existing content to refresh or reformat as part of your updated thought leadership strategy. The idea is to build a strong foundation of original, well-researched content for your audience’s thought leadership content journey.

5. Find your SMEs.

Recruiting internal subject matter experts to join your cause is one of the most effective ways to produce high-quality thought leadership content marketing. They’re the ones with a deep understanding of your thought leadership niche, and can be a powerful secret weapon in giving credibility to your content.

Here’s how to build your network of SMEs:

• Audit internal expertise. Look within to find colleagues with not just deep knowledge, but their own POV. Once you’ve identified them, collaborate to plan and develop new thought leadership content.
• Empower and train. Provide your experts with the guidance they need to share their insights effectively. This might include writing support, media training or public speaking coaching. If they’ll be developing content, refresh SMEs on your company’s brand guidelines. And share other strategic deliverables, such as your thought leadership strategy and content calendar.
• Make it simple. Find efficient ways to help your SMEs distill their expert knowledge, such as conducting Q&As or hosting roundtable discussions. By making it easy for your SMEs to contribute, you’re ensuring both the accuracy and relevance of your content — and earning their buy-in for thought leadership. That’s especially important when strapped marketers are looking for help in supporting the company’s thought leadership program. Our own research reveals that insufficient bandwidth is the top obstacle to creating thought leadership, cited by 80% of B2B marketers.
• Promote their expertise. Use a mix of marketing channels to showcase your SMEs’ smarts and position them as industry leaders. You might invite them to contribute articles, enlist them to speak at industry events or share content on social media. Remember: Any thought leadership content produced by your internal experts should align with your thought leadership strategy, particularly your brand’s POV.How to Find Your B2B Thought Leaders

6. Build out a content plan.

Sit down with your SMEs to brainstorm thought leadership content ideas that align with your niche and resonate with your target audience — building the foundation of your thought leadership campaign. This could include timely industry news updates, expert insights from data or research, or thought-provoking commentary on industry trends.

• Create a content calendar. Once you have a list of potential topics, organize them into a thought leadership content calendar or incorporate them into an existing one. Work with your team to create a production schedule and ensure a consistent flow of thought leadership pieces.
• Go omnichannel. Thought leadership isn’t all white papers. Consider which types of content will be most effective for conveying each topic or insight. For example, a data-driven study may be better suited for an infographic or report, while a personal anecdote or trend commentary may work well as a blog post or video.
• Assign responsibilities. Determine who will be responsible for creating each piece of content, as well as any supporting materials, such as graphics, social media posts or email nurture campaigns.
• Set deadlines and review processes. Establish clear timelines for when each piece of thought leadership content should be completed and reviewed by the thought leadership powers that be.

6 Tips for Creating Thought Leadership Content Marketing That Users Actually Value

1. Focus on quality: Don’t just churn out content. Invest time in well-researched, well-written and visually appealing pieces that your audience will appreciate. Focus on producing high-quality thought leadership instead a high volume of it. Prioritize depth, insight and value in every thought leadership piece you create.

2. Be relevant — and stay current. Remember what we said about keeping your finger on the pulse of industry trends? Now make sure your content reflects that. This is how you solidify your position as a go-to resource: Craft thought leadership content that’s not just informative but also speaks to the most pressing issues of the times.

How to brainstorm content ideas with your team

3. Provide solutions: If you really want to be seen as a thought leader, it’s going to take more than issuing lofty ideas from on high or rehashing the same old glib observations. Give your audience practical, actionable insights they can use right away — even if it’s just pushing them to think about a new idea or look at your industry differently. Your thought leadership content should also provide clear steps your audience can take to apply your insights and improve their own strategies and operations.

4. Use a mix of formats: Articles, videos, podcasts, reports, infographics and webinars — use them all. Trying out different formats in your thought leadership content keeps things fresh and engaging, while also increasing your reach. For instance, research reports may provide in-depth analysis, while short videos can offer quick-hitting insights and visual takeaways for audiences. Oh, and don’t neglect the digital experience — it can make or break how audiences view your brand.

5. Tap your inner journalist: Your content isn’t just being compared to what’s produced by your industry peers. It’s going up against top-tier media heavyweights — think The New York Times, Fast Company, Vanity Fair, The Wall Street Journal. So you better be sure your content is good. How? Interview reliable sources, do your research and write in a professional-but-not-boring style. Then make sure you fact-check it all.

How To Write Helpful Content Link a Journalist

6. Consider diversity and inclusion: Effective thought leadership content reflects and speaks to a range of voices and perspectives — and is accessible to a diverse audience. Drawing from a range of contributors, using inclusive language and addressing topics that matter to underrepresented groups can help ensure a variety of audiences connect with your content. It can also demonstrate your brand’s commitment to social responsibility and a forward-thinking mindset.

Types of Thought Leadership Content

The content world is your oyster. So don’t get caught up in the cliché that you need a bunch of super-formal white papers to be seen as a thought leader. Here are some formats you should consider incorporating in your thought leadership strategy to showcase your brand’s expertise and keep audiences hooked.

Tips for Generating New Content Ideas

Long-form articles: Dive deep into industry hot topics and trends with your unique insights.

• The big benefit: Attract a loyal audience with valuable, informative pieces.
• Pro tip: It’s all about consistency. So be prepared to regularly publish articles that offer detailed answers to your audience’s burning questions.

Magazines: Offer a curated, visually driven platform for exploring industry topics and showcasing thought leadership on a regular cadence.

• The big benefit: There’s nothing else like magazine to transform long-form storytelling into a tactile, immersive experience. You can combine feature articles, Q&As and quick hits in one polished piece that stands out from the digital deluge.
• Pro tip: Atomize the hell out of all the content that fills those magazine pages.

Infographics: Simplify complex concepts with scannable, snackable visual data.

• The big benefit: Infographics are highly shareable and quick to convey key points that support thought leadership POVs.
• Pro tip: Use eye-catching design and minimal text for maximum impact — but also make sure the data tells a compelling story.

E-books: Explore your topic of choice through a more immersive, narrative-driven experience.

• The big benefit: Credible, memorable, tactile — they provide a deeper and more visual exploration of your thought leadership story.
• Pro tip: Strategic use of text CTAs or QR codes can drive readers to product pages, additional articles and the like.

Podcasts: Share audio content featuring industry trends, expert interviews and valuable insights to forge authentic customer connections.

• The big benefit: It’s perfect for your audience to consume on the go, allowing them to engage with your content almost anywhere and anytime.
• Pro tip: Repurpose podcast content into articles or social snippets to maximize reach.

But Wait! How Does the Story End?

The best stories don’t just inform — they motivate. So aim to inspire action, not just reflection. Whether you’re calling on your audience to think differently, adopt a new strategy or take meaningful action, storytelling should get them to actually do something. By linking your story to an actionable takeaway, you transform your thought leadership into a driver for change.

Visual Storytelling: Designing Powerful Thought Leadership Content

Words are no doubt important to thought leaders. But adding visual elements like infographics, photos and designed pullquotes to your storytelling can really elevate your thought leadership content. Not only do stellar visuals enhance the look of your piece, they’re like content catnip for more visual learners.

Here are some suggestions for leveling up the design of your thought leadership content.

Marry messaging with design. Infographics, video and other visually driven content can make complex information easier to understand and more engaging.

• Use charts and graphs to highlight key stats, letting users quickly absorb information.
• Create a strong visual identity for the most important thought leadership takeaways.
• Plan for atomization: As you build out longer thought leadership pieces, think about how you can pull out key stats and takeaways for social posts, email newsletters, video shorts and presentations.

Keep UX top of mind. Make sure your website is easy to navigate and optimized for mobile. A well-thought-out plan for UX and UI keeps visitors engaged and encourages deeper exploration of your content.

• Make navigation intuitive, using clear menus and easy-to-find links.
• Only gate your most valuable thought leadership content: Make it easy for audiences to engage with the rest.
• Prioritize mobile optimization, ensuring all content — thought leadership included — adjusts seamlessly to fit smaller screens.
• Regularly test site speed and resolve any issues that could slow download times. Take it for a test drive: Your homepage should load in 1-2 seconds on both mobile and desktop to prevent visitors from bouncing.

Stay on brand. Maintaining a cohesive brand identity across platforms ensures audiences associate your brand with the topics it covers. Your thought leadership should be no exception. Use a unified voice and consistent visuals to strengthen brand recognition.

• Use a branded color palette, fonts and logos across assets to maintain visual consistency.
• To make sure your brand identity is carried across all thought leadership content, don’t just document guidelines — socialize them, too.

Speaking Engagements

Snagging speaking opportunities for your SMEs helps boost your thought leadership credibility — putting your brand front and center with audiences primed to learn from you.

• Pursue opportunities: Raise your hand — and those of your SMEs — to speak at conferences, webinars, industry events and trade shows to showcase your ideas and expertise.
• Partner up: Reach out to other experts in your field and propose joint speaking engagements to enhance authority on your target topics.
• Be provocative: Make presentations engaging, clear and content-rich — and don’t bury your POV. The most engaging speakers tend to focus on new, thought-provoking ideas — and don’t worry about ruffling feathers.
• Network and collaborate: Make yourself available for questions and networking after your presentation. Then follow up: Connect with attendees on social media and continue the conversation after the event.

Content Hub

What’s a content hub, you ask? And how is it different from a blog or a resource center? This is largely a case of “a rose by any other name would smell as sweet.” We see it as a one-stop shop for all your thought leadership content — one that’s built for browsing. (It’s not organized by publication date, for example.) The idea is to reduce bounce rates and increase time spent on your site, both positive signals for audience engagement.

What does it take to create a killer content hub?

Mix content formats: Content hubs are designed to accommodate a mélange of content types to suit different preferences — and different users. That means brands can showcase a range of formats, visuals and CTAs on topics to solidify their thought leadership cred.

Prioritize SEO: One of the many benefits of content hubs is how they improve search visibility on and off your site. A well-organized hub uses internal linking, keyword targeting and great UX to strengthen your site structure, making it easier for search engines to crawl and index your thought leadership.

Make it personal: Beyond user-driven filtering, marketing automation tools can take your hub’s personalization to the next level. By tracking user behavior and engagement, you can automatically serve up dynamic thought leadership content tailored to each visitor’s journey — from personalized CTAs to recommendations that align precisely with their interests.

Encourage subscribers: Want to keep people coming back to your content hub? Make it easy for them to opt in to receive your latest thought leadership content with a weekly or monthly email newsletter.